Using GPS Analytics and In-the-Moment Mobile: Surveys for insight into 2012 holiday shopping behaviour

Thaddeus R. F. Fulford-Jones and Eric H. Weiss


Recent advances allow us to mine GPS data to understand actual shopper journeys. The new technology even lets us detect visits and trigger mobile surveys to shoppers when they are inside specific stores. But how are these technologies relevant for real business needs? And what is the right way to invite shoppers to participate, given privacy concerns around location-sharing on mobile? This paper discusses "lessons learned" when Locately and a retailer client implemented this methodology in the USA to deeply understand shopper journeys during Holiday 2012. We used GPS analytics to detect visits to seven key retailers of interest: Best Buy, JCPenney, Kohl's, Macy's, Target, Toys R Us, and Walmart. Visit-triggered in-store mobile surveys allowed us to evaluate the impact of marketing activations.

General background